principles of agile growth · 2019. 9. 5. · 01 - andré morys - intro + be agile or die - the...
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Principles of Agile GrowthAndré Morys
konversionsKRAFT
#gms19
Honestly, why are you here?
© Andre Morys, Web Arts AG konversionsKRAFT.deFRANKFURT - HAMBURG - MÜNCHEN - BERLIN
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3 principles with best results out of n=448 experiments
1) Give people a relevant reason to buy
© Andre Morys, Web Arts AG konversionsKRAFT.deFRANKFURT - HAMBURG - MÜNCHEN - BERLIN
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Product Name247 Reviews
39.99 €
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Article No. 123 456 789 ABBreadcrumb Navigation
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2) Combine Herding + Scarcity
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Product Name247 Reviews
39.99 €
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Article No. 123 456 789 ABBreadcrumb Navigation
High Demand!This product is currently highly
demanded. It appears in this category more often than other products.
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+9.71% Revenue per Visitor (bootstrapped, 98% significant, 28 days test duration)
3) Make people feel good as soon as it get’s tough
© Andre Morys, Web Arts AG konversionsKRAFT.deFRANKFURT - HAMBURG - MÜNCHEN - BERLIN
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Your Cart > Proceed to Checkout
Article Color Size Amount Price
Product Name white M 1 39.99 €
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0.00 €0.00 €
Invoice Amount Total 39.99 €
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E-Mail: cs@blabla.com
+5.82% Revenue per Visitor (bootstrapped, 97% significant, 23 days test duration)
© Andre Morys, Web Arts AG konversionsKRAFT.deFRANKFURT - HAMBURG - MÜNCHEN - BERLIN
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!
Hypothesis based on a principle about human behavior = Great (you have the possibility to create contrast and scale your results across templates, channels, devices, etc.)
Hypothesis based on template / element / pixels / colors = Urgs(you can’t scale, you can’t learn, you might have too small contrast to create significant results)
© Andre Morys, Web Arts AG konversionsKRAFT.deFRANKFURT - HAMBURG - MÜNCHEN - BERLIN
There are only two types of companies…
1) Those who can extrapolate from incomplete data
© Andre Morys, Web Arts AG konversionsKRAFT.deFRANKFURT - HAMBURG - MÜNCHEN - BERLIN
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Survival Framework For Dummies:
✅ Adapt to Change >>> Grow >>> Stay Alive
❌ Don’t Adapt >>> Don’t Grow >>> Die
© Andre Morys, Web Arts AG konversionsKRAFT.deFRANKFURT - HAMBURG - MÜNCHEN - BERLIN
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Time
Effect
Two Factors Of Growth
© Andre Morys, Web Arts AG konversionsKRAFT.deFRANKFURT - HAMBURG - MÜNCHEN - BERLIN
#gms19
Time
Effect
Two Factors Of Growth
© Andre Morys, Web Arts AG konversionsKRAFT.deFRANKFURT - HAMBURG - MÜNCHEN - BERLIN
#gms19
Time
Effect
Two Factors Of Growth
© Andre Morys, Web Arts AG konversionsKRAFT.deFRANKFURT - HAMBURG - MÜNCHEN - BERLIN
#gms19
Time
Effect
Two Factors Of Growth
© Andre Morys, Web Arts AG konversionsKRAFT.deFRANKFURT - HAMBURG - MÜNCHEN - BERLIN
#gms19
Time
Effect
Two Factors Of Growth
© Andre Morys, Web Arts AG konversionsKRAFT.deFRANKFURT - HAMBURG - MÜNCHEN - BERLIN
#gms19
Time
Effect
Two Factors Of Growth
© Andre Morys, Web Arts AG konversionsKRAFT.deFRANKFURT - HAMBURG - MÜNCHEN - BERLIN
#gms19
Time
Effect
Two Factors Of Growth
Try more things in the same time, be faster
Do the right things
Focus on the right things + learn earlier what works
Bigger Organisations Always Focus on Efficiency…
…but without effectiveness you might be running in circles. Faster.
© Andre Morys, Web Arts AG konversionsKRAFT.deFRANKFURT - HAMBURG - MÜNCHEN - BERLIN
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EFFICIENCY EFFECTIVENESS
Break the rules! Create new ways! Be bold and brave!
© Andre Morys, Web Arts AG konversionsKRAFT.deFRANKFURT - HAMBURG - MÜNCHEN - BERLIN
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EFFICIENCY EFFECTIVENESS
…and finally you will need both.
© Andre Morys, Web Arts AG konversionsKRAFT.deFRANKFURT - HAMBURG - MÜNCHEN - BERLIN
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EFFICIENCY EFFECTIVENESS
Agility
© Andre Morys, Web Arts AG konversionsKRAFT.deFRANKFURT - HAMBURG - MÜNCHEN - BERLIN
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Agility
Data DrivenCustomer Centricity
Waterfall Project
validated insights
„agile only“
Agile Growth Model™
© Andre Morys, Web Arts AG konversionsKRAFT.deFRANKFURT - HAMBURG - MÜNCHEN - BERLIN
© Andre Morys, Web Arts AG konversionsKRAFT.deFRANKFURT - HAMBURG - MÜNCHEN - BERLIN
Agility
Data DrivenCustomer Centricity
Validated Insights
Analyze
Prioritize
Validate
Agile Growth Model™
LEVEL 0: FEATURES
LEVEL 1: PRINCIPLES
LEVEL 2: PRODUCTS
LEVEL 3: BUSINESSES
Based on the Infinity Optimization Process from WiderFunnel
Agile Growth Process ™
© Andre Morys, Web Arts AG konversionsKRAFT.deFRANKFURT - HAMBURG - MÜNCHEN - BERLIN
#gms19
X X = Ability to Grow
Understand Customer
Needs
Throw Away 999
other ideas
„Real“Quantitative
Validation
Valid Insights =
Growth
Analyze Prioritize Validate
more effort more courage more effort
LEVEL 0: FEATURES
LEVEL 1: PRINCIPLES
LEVEL 2: PRODUCTS
LEVEL 3: BUSINESSES
Based on the Infinity Optimization Process from WiderFunnel
Agile Growth Process ™
© Andre Morys, Web Arts AG konversionsKRAFT.deFRANKFURT - HAMBURG - MÜNCHEN - BERLIN
#gms19
X X = Ability to Grow
Understand Customer
Needs
Throw Away 999
other ideas
„Real“Quantitative
Validation
Valid Insights =
Growth
Analyze Prioritize Validate
more effort more courage more effort
LEVEL 0: FEATURES
LEVEL 1: PRINCIPLES
LEVEL 2: PRODUCTS
LEVEL 3: BUSINESSES
Based on the Infinity Optimization Process from WiderFunnel
Agile Growth Process ™
© Andre Morys, Web Arts AG konversionsKRAFT.deFRANKFURT - HAMBURG - MÜNCHEN - BERLIN
#gms19
X X = Ability to Grow
Understand Customer
Needs
Throw Away 999
other ideas
„Real“Quantitative
Validation
Valid Insights =
Growth
Analyze Prioritize Validate
more effort more courage more effort
LEVEL 0: FEATURES
LEVEL 1: PRINCIPLES
LEVEL 2: PRODUCTS
LEVEL 3: BUSINESSES
Based on the Infinity Optimization Process from WiderFunnel
Agile Growth Process ™
© Andre Morys, Web Arts AG konversionsKRAFT.deFRANKFURT - HAMBURG - MÜNCHEN - BERLIN
#gms19
X X = Ability to Grow
Understand Customer
Needs
Throw Away 999
other ideas
„Real“Quantitative
Validation
Valid Insights =
Growth
Analyze Prioritize Validate
more effort more courage more effort
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